Honda Siel to spend Rs 10 crore on multi-media

The Honda Siel Cars India Ltd.
(Honda India) will kick off Rs 10 crore multi-media
marketing blitz to establish the international
bestseller Honda Accord in the Indian market. Targeted
at upscale import buyers and ‘‘discerning car
enthusiasts”, Honda Accord has adopted a brand
platform of ‘Style & Substance in Perfect Harmony,’
created by Everest Integrated Communications.

The launch campaign will try to
reinforce Honda’s core message of technology and
luxury. However, in our positioning statement, the
agency has avoided the phrase ‘luxury’, as it has
become a cliche. The TVC visuals, which focus on
ampersand sign (&) and smooth drive, are aimed at
building the expressions of comfort and total
responsiveness of the vehicle which is critical for
car enthusiasts.

Based on internal studies and
market research inputs from AC Nielson, Honda India
has set a sales target of 2,500 Accords by the coming
fiscal-end, in addition to 11,000 City cars. The
company is expecting to post Rs 1,000 crores in this
fiscal, up from Rs 700 crores last year. According to
Honda sources, the company is also expecting its spare
parts turnover to rise significantly to Rs 35 crores
this fiscal up from Rs 26 crores in 2000-01.